Fresh Choice Restaurants
Fresh Choice had suffered stagnant sales revenue due in combination to poor perceived food quality, minimal variety, a boring environment and its perception as a “healthy food” type restaurant only. While agency principal at DanaForan Advertising, Kathy Dana worked with Fresh Choice to re-design the restaurant environment with an “open air market” look and feel.
To launch the chain’s new menu, a 90 day promotional campaign was created that, while driving traffic and sales, would also favorably and accurately brand Fresh Choice as a restaurant with creative dishes made with quality ingredients from around the world. Television, radio, direct mail and in-store marketing drove increased customer counts and a new image.